If you as a retailer offer your customers exactly what they are looking for, you will achieve an optimal conversion. But how does that work exactly, what types of customers are there and which are important to you?
First of all: you will find that our typology of online shoppers is far from complete – or that there are also mixed forms and situational differences. And you will possibly classify your customers according to other criteria (such as how Zalando did this , more according to socio-demographic groups and value affinities). Nevertheless, the classification according to buying behavior and frequency is definitely helpful in making certain decisions in your own shop.
If you are a regular customer of “your” shop in the photo or outdoor area, you can of course be significantly less loyal when it comes to clothing. How many customers of a certain group you have depends on the one hand on the product group you sell, but also on your marketing measures and the structure of the shop. However, it is important and useful to keep these five types of customers in mind if you want to be successful as an online retailer.
Customer type 1: The regular customer with a high level of loyalty
He regularly buys in your shop, has usually subscribed to the newsletter or follows you on Facebook. If in doubt, he will discuss certain products, evaluate his purchases or ask when a certain new product will be available from you. You can and should keep him happy with regular promotions, because he will usually remain loyal to you regardless of the pricing. Think about whether you can somehow particularly value such a customer, for example by making certain special editions or models available to them a few days earlier. If he ever has a problem with a product, you should have an open ear for him and, if necessary, show goodwill outside of the warranty.
Customer type 2: The price-sensitive impulse buyer
Among other things, you do the work for him with search engine advertising, with the price search engines and the sale via Amazon Marketplace (where ideally you make him a repeat buyer who next time buys directly in your shop). The impulse buyer does not know your shop and its structure, for him you should deliver the expected, support as many common payment methods as possible, offer good customer communication until the item is delivered. Because unlike the regular customer, he does not yet know about your workflows. If you have a well-structured shop with lots of details in the product texts, the chances are good that they will use your shop to find out more about the product type there in the future. Although (or precisely because) the impulse buyer is price-sensitive, you can show him upselling offers, make him a repeat buyer with the help of marketing measures. For him, you should pay attention to your reviews in the review portals – and seals such as the Trusted Shops logo convince him.
Customer type 3: The bargain hunter
If you think the impulse buyer is already fixed on price, you have not seen the bargain hunter yet. He regularly gets information about special offers from Mydealz and similar portals and also buys them as a priority. You usually do not need to come to him with upselling, it makes more sense to set time limits for certain offers or to indicate the number of copies sold in a certain period of time. Customer loyalty and loyalty are usually not possible with this type of customer, but conversely you will reap the storm if, in his opinion, a particularly cheap offer is sold out too quickly. Particularly cheap offers can be understood as a kind of marketing budget if you manage to attract bargain portals (possibly also with exclusive vouchers) to you.
Customer type 4: The omniscient product connoisseur
As a retailer, you can usually not fool this (often male) type – he knows the range better than some of your employees, has read various tests and reviews and usually places more value on service than on the absolute lowest price. You can win him over by letting him write reviews, requesting and appreciating his expertise – because he usually also likes to share his knowledge in forums and on social media pages. For him, you just have to make sure that he sees your shop at eye level with his expertise, that product descriptions are meaningful and complete (and of course correct). Since the product connoisseur usually likes to deal with the products himself as much as he buys them, you can teach them about topics such as content marketing come. It is the counterpart to the offline customers who just came to the store on Saturday mornings to talk shop with the salespeople and were annoyed by the mostly only moderately informed salespeople in the big chains.
Customer type 5: The repeat offender
To call him a regular customer would be saying too much, to count him among the impulse buyers, but it would also not be correct. He comes by every now and then or looks in your shop when he is looking for information about a certain type of product. Especially with a wide range of goods such as computer technology or clothing, the greater number of suppliers means that the probability is higher that you will have many of these customers. But you can come to him with newsletters, vouchers or other incentives to make him an existing customer. You can convince him with a particularly informative shop and the image of your company – these latent (non-) regular customers are particularly common with private labels that also operate branches